BBDO Opens 2 Gifts




eCandy.com, Headlight.com Climb Aboard
LOS ANGELES–BBDO West has been awarded two new ad assignments totaling $30 million in projected billings.
The shop’s Los Angeles and San Francisco offices jointly picked up creative and media duties for eCandy.com, a Web-based retailer focused exclusively on chocolate and candy products.
Separately, in conjunction with Direct Partners, Santa Monica, Calif., BBDO will handle advertising for Headlight.com, an online resource of training information for small and midsized businesses.
Both chose BBDO after reviews.
For each, the shop will develop strategic positioning and multimedia offline advertising to build awareness and drive traffic. It will also handle media planning and buying.
For Headlight.com, BBDO prevailed over Ogilvy & Mather, Los Angeles, and McCann-Erickson, New York, said James Shepard, client vice president of marketing. He said the shop’s experience with brand-building and marketing to small-to-midsized firms and Direct Partners’ relationship marketing skills made them the best choice.
eCandy, Los Angeles, will break ads around Valentine’s Day, said agency president and CEO Tom Hollerbach. Work for Headlight.com, San Francisco, will run by the second quarter.
Hollerbach said the wins “testify to the combined strength of our California offices.”
Earlier this year, the shop picked up ad duties for EarthLink, with billings projected to grow to $50 million. The agency hopes to keep the account after the client completes its merger with Mindspring next year.